Industrial Designers Society of America - - PowerPoint PPT Presentation

Industrial Designers Society of America February 11, 2014 1

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The world of design and its relevance is constantly expanding. Creative disciplines within design are also evolving. Design is more global than ever before.

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DESIGN EVOLUTION

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Products are designed in one part, manufactured in another and used in the global market.

GLOBAL DEVELOPMENT

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Users have more access to information, experience with technology, and awareness of brands.

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CHANGING USER EXPECTATIONS

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Markets are getting saturated with “me too products” and competition is increasing in every category.

image courtesy: blog.mysupermarket.com

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SATURATED MARKET

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Solutions have to be more intuitive, viable and universal than ever before.

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MARKET DEMAND

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Rather than just making pretty pictures, designers have become creative problem solvers.

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INCREASED RESPONSIBILITIES

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Then why do we need creative diversity for problem solving?

We have to understand the nature of problems design is trying to solve.

THE REASON

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Fresh drinking water for developing/under-developed nations Design for less carbon footprint Energy management & sustainable living

Problem Type 1: In some cases the problem itself is challenging. It is calling for a greater impact. For example: pure drinking water for under-developed part of the world. Designing for less carbon footprint and less non-biodegradable waste.

PROBLEM AREAS

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Problem Type 2: While in other cases the challenge is more to do with getting the right solution in the right way for the right user. Meaning, an NPD process that involves manufacturing feasibility, brand alignment, value proposition, portfolio compatibility and market positioning.

PROBLEM AREAS

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Lets understand these a little better.

Ideas are great, everyone has them. However, if the ideas do not resonate with the potential user or users (buyer/end users) the product can fail. This is where research and research methods start blending with design.

IDEAS VS NEEDS

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Even if the right problems are identified for the right users, if the response to solving them fails the product can fail.

For example, the product is another “me too” product, portfolio of the current brand stands for something totally different, mismatch in the portfolio, pricing will be too high, etc.

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If the solution fails in the market, it will not only impact manufacturing investment on that product but also the brand and other products in the portfolio. This brings in the importance of design strategy in new product development.

BRAND FAILURES

Industrial Designers Society of America February 11, 2014 19 The Jawbone Jambox is a rechargeable Bluetooth speaker with advanced features, a stunning design, and a balanced sound that defies its small, convenient size.

Manufacturing investment is expensive. The risk factor in this investment will increase if the product articulation is not correct. Hence it is important to design for the right manufacturing method. This is where design started playing a more important role in manufacturing.

DESIGN & MANUFACTURING

http://reviews.cnet.com/bluetooth-speakers/jawbone-jambox-blue-wave/4505-34810_7-34207706.html

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Products have evolved from mere functional / utilitarian level. Beyond the highly saturated commodity market, products need to connect and communicate with users at an emotional and rational level. It should have an enticing factor that is aligned with the trends and brand distinction. This is where design aesthetics and user experience play an important role. Tesla Motors said Tuesday it sold 6,900 of its Model S sedan in the fourth quarter, which is 25% higher than the previous quarter and about 20% over its most recent guidance.

VALUE PROPOSITIONS

http://www.teslamotors.com/fr_BE/forum/forums/q4-6900-model-s-delivered-20-update-2

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Design is not just a support function in an organization, it is the key driver for growth and innovation. Designers are strategic partners building and evolving brands and portfolio solutions.

STRATEGIC PARTNERS

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For that design requires a diverse and creative team. A diverse team that can ensure that no information is lost in translation at every touch point of the product development process.

CREATIVE DIVERSITY

Creativity is not just skill driven but also the way we look at problems and come up innovative solutions.

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CREATIVE PROBLEM SOLVING

Solutions that provide a meaningful user experience and strategic benefits to

• rganizations.

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Thank you!